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L'interférence concurrentielle dans la communication par prospectus : une étude exploratoire

Abstract : Promoting direct competing brands in the same page of a retailer store flyer has become a current managerial practice. This study questions the relevance of this practice by examining its negative effect on brand and promotion recall. It postulates the existence of an interference effect, already confirmed by previous advertising research. An inter-subject experiment conducted on 400 adults reveals a limited negative effect on brand and promotion recall. It also shows that this effect, when it exists, affects both familiar and non familiar brands. Managerial implications are suggested in order to reduce interference effect.
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https://halshs.archives-ouvertes.fr/halshs-00287121
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Submitted on : Friday, January 13, 2012 - 8:25:44 PM
Last modification on : Wednesday, November 17, 2021 - 12:27:10 PM
Long-term archiving on: : Saturday, April 14, 2012 - 2:20:53 AM

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  • HAL Id : halshs-00287121, version 1

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Aîda Mimouni, Béatrice Parguel, Ouidade Sabri-Zaaraoui. L'interférence concurrentielle dans la communication par prospectus : une étude exploratoire. Colloque Etienne Thil, 2008, France. ⟨halshs-00287121⟩

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